MARKETING ASPECTS OF SUSTAINABLE DEVELOPMENT OF THE ENTERPRISE: GNOSEOLOGY AND ORGANIZATION OF DIRECT MARKETING
DOI:
https://doi.org/10.32689/2523-4536/71-10Keywords:
direct marketing, customers, organization, digitalizationAbstract
The article examines the nature of the "Direct Marketing" concept, analyzes scientific views on defining its essence by foreign and domestic scientists. The concept of "direct marketing" in the system of measures to stimulate the sale of products (goods, services) in changing economic conditions has been clarified. In order to effectively manage the company's activities, the difference between mass marketing and direct marketing is defined. It has been proven that business entities integrate direct marketing in order to adapt their offers and content to the needs and interests of individual buyers or consumer segments. The static median indicator of return on investment (ROI) obtained with the help of separate channels of direct marketing is considered. The use of modern digital tools and platforms to develop the potential of direct interaction with the consumer, which direct marketing provides, can provide a number of advantages in financial, operational and market aspects. The main functions of direct marketing (information, communication, operational, dynamic, operational, personalization, urgency) are defined, the implementation of which will allow to ensure developed forms of interaction with the target audience and the implementation of transactions. An organizational model of direct marketing in the period of digital transformations has been developed, which includes three blocks: normative and legal, organizational and methodological, and technical support. It is proven that the organization of direct marketing foresees and organizes all the necessary procedures for interaction with each individual consumer and ensures: development and approval of the marketing project; confirmation of persons responsible for the implementation of direct marketing; use and control of compliance with applicable regulatory and legislative documents; search, systematization, processing, data analysis, database formation; production of materials depending on the selected tools of direct marketing (preparation of text for messages, advertisements, development of a layout of a postcard); making contact with a potential buyer, turning to outsourced fulfillment companies, forming a culture of communication in the context of implementing marketing project initiatives.
References
25 Direct Marketing Statistics for 2020. Compu-mail. 2020. URL: https://www.compu-mail.com/statistics/25-direct-marketing-statistics-for-2020
Chmil H. Digitalization as a behaviour transformation tool of consumer market economic entities. Majesty Of Marketing: XVІ International scientific and practical conference for students and youngscientists, Dnipro, 10 December 2020. Dnipro: National Technical Univer-sity Dnipro Polytechnic, 2020.Р. 40–41.
Chmil H. Stages and configurators of the consumer market economic entities behavior digital transformation. Sustainable Development: Modern Theories and Best Practices: materials of the monthly International scientific and practical conference, Tallinn, 24-26 February 2021. Tallinn: Teadmus OÜ, 2021. Р. 8–9.
Going digital, going direct. Digital strategies to help brands connect with today’s consumer. Deloitte Canada. URL: https://www2.deloitte.com/ca/en/pages/consumerbusiness/articles/going-digital-going-direct.html
Guliyev S. M. Direct marketing: the basics. URL: https://www.academia.edu/8249962/Direct_marketing_the_basics
Kayode O. Marketing Communications. 2014. URL: http://digitalknowledge.cput.ac.za/bitstream/11189/7063/1/Marketing_Communications_KayodeO.pdf
Kotler P., Armstrong G., Opresnik M. O. Principles of Marketing. 17th. ed. Global Edition. Pearson, 2017. 736 p.
New Data Proves Direct Mail Marketing ROI is Higher than Digital Marketing Channels. Association of National Advertisers. 2022. URL: https://www.pdcgraphics.com/blog/new-data-proves-direct-mail-marketing-roi-is-higher-than-digital-marketing-channels/#:~:text=This%20finding%20is%20consistent%20with,Email%3A%2093%25
Pyroh O., Kalachenkova K., Kuybida V., Chmil H., Kiptenko V., Razumova O. The influence of factors on the level of digitalization of World economies. International Journal of Computer Science and Network Security. 2021. Vol. 21. No. 5. P. 183–191.
Savytska N., Babenko V., Chmil Н., Priadko О., Bubenets І. Digitalization of Business Development Marketing Tools in the B2C Market. Journal of Information Technology Management. 2023. Vol. 15. Issue 1. Pp. 124–134. URL: https://jitm.ut.ac.ir/article_90740.html
Savytska N., Kashchena N., Chmil H., Muda I., Olinichenko K. Entrepreneurial characteristics as factors of human development. International Journal of Entrepreneurship. 2021. Vol. 25. Is. 6. P. 1–9. URL: https://www.abacademies.org/articles/entrepreneurial-characteristics-as-factorsofhuman-development.pdf
Savytska N., Zhehus O., Chmil H., Uchakova N., Androsova T., Priadko O. Applied research of digital readiness of retails. WSEAS Transactions on Environment and Development. 2022. Vol. 18. P. 798–809. DOI: https://doi.org/10.37394/232015.2022.18.75
Wunderman L. 19 Principles of Success from the Father of Direct Marketing. 2012. URL: https://www.iwco.com/blog/2012/06/13/principles-of-direct-marketing/
Беркова О.П. Застосування директ-маркетингу в сфері туристичних послуг. Науковий диспут: питання економіки та фінансів : зб. наук. праць XII Міжнародної науково-практичної конференції (29 грудня 2017 р.). Київ – Будапешт – Відень, 2017. С. 7–10.
Гонтаренко Н.А. Інструменти інтерактивного банківського маркетингу. Вісник Національного університету водного господарства та природокористування. Економіка. 2014. Вип. 1. С. 84–91.
Савицька Н.Л., Чміль Г.Л. Трансформація взаємодії суб’єктів ринку в умовах диджиталізації маркетингу. Цифрова економіка та економічна безпека. 2022. Вип. 1 (01). С. 112–117. DOI: https://doi.org/10.32782/dees.1-18
Тищенко Д.С. Цифрова трансформація як драйвер розвитку економіки. Цифрова економіка та економічна безпека. 2023. Вип. 4 (04). С. 38–45. DOI: https://doi.org/10.32782/dees.4-7
Чміль Г.Л. Адаптивна поведінка суб’єктів споживчого ринку в умовах цифрової трансформації економіки: теорія, методологія та практика : монографія. Харків: Видавець Іванченко І. С. 2021. 377 с.
Чміль Г.Л. Комплексна оцінка ефективності комерційної діяльності підприємств роздрібної торгівлі. Вчені записки ТНУ імені В. І. Вернадського. Серія: Економіка і управління. 2018. Т. 29 (68). № 4. С. 117–122.
Чміль Г.Л. Трансформація поведінки економічних суб’єктів споживчого ринку в умовах цифровізації. Сучасні реалії фінансово-економічного розвитку регіонів, галузей, підприємств, бізнесу: монографія / за ред. Л.М. Савчук, Л.М. Бандоріної. Дніпро: Пороги, 2020. С. 374–383.
Чміль Г.Л. Трансформація простору функціонування бізнес-структур під впливом цифровізації: вимір маркетплейсів. Вісник ХНАУ ім. В.В. Докучаєва. Серія «Економічні науки». 2021. № 1. С. 391–405.
Чміль Г.Л. Цифровізація діяльності суб’єктів споживчого ринку: можливості та загрози. Вісник ХНУ імені В.Н. Каразіна. Серія: «Міжнародні відносини. Економіка. Країнознавство. Туризм. 2021. № 13. С. 124–134. DOI: https://doi.org/10.26565/2310-9513-2021-13-13.
25 Direct Marketing Statistics for 2020. Compu-mail. 2020. Available at: https://www.compu-mail.com/statistics/25-direct-marketing-statistics-for-2020 (in English).
Chmil H. (2020) Digitalization as a behaviour transformation tool of consumer market economic entities. Majesty Of Marketing: XVІ International scientific and practical conference for students and young scientists, Dnipro, 10 December 2020. Dnipro: National Technical University Dnipro Polytechnic, pp. 40-41. (in English).
Chmil H. (2021) Stages and configurators of the consumer market economic entities behavior digital transformation. Sustainable Development: Modern Theories and Best Practices: materials of the monthly International scientific and practical conference, Tallinn, 24-26 February 2021. Tallinn: Teadmus OÜ, pp. 8-9. (in English).
Going digital, going direct. Digital strategies to help brands connect with today’s consumer. Deloitte Canada. Available at: https://www2.deloitte.com/ca/en/pages/consumerbusiness/articles/going-digital-going-direct.html (in English).
Guliyev S.M. Direct marketing: the basics. Available at: https://www.academia.edu/8249962/Direct_marketing_the_basics (in English).
Kayode O. (2014) Marketing Communications. Available at: http://digitalknowledge.cput.ac.za/bitstream/11189/7063/1/Marketing_Communications_KayodeO.pdf (in English).
Kotler P., Armstrong G., Opresnik M.O. (2017) Principles of Marketing. 17th. ed. Global Edition. Pearson, 736 p. (in English).
Association of National Advertisers (2022) New Data Proves Direct Mail Marketing ROI is Higher than Digital Marketing Channels. Available at: https://www.pdcgraphics.com/blog/new-data-proves-direct-mail-marketing-roi-is-higher-than-digital-marketing-channels/#:~:text=This%20finding%20is%20consistent%20with,Email%3A%2093%25 (in English).
Pyroh O., Kalachenkova K., Kuybida V., Chmil H., Kiptenko V., Razumova O. (2021) The influence of factors on the level of digitalization of world economies. International Journal of Computer Science and Network Security, vol. 21, no. 5, pp. 183–191. (in English).
Savytska N., Babenko V., Chmil Н., Priadko О., Bubenets І. (2023) Digitalization of Business Development Marketing Tools in the B2C Market. Journal of Information Technology Management, vol. 15, is. 1, pp. 124–134. Available at: https://jitm.ut.ac.ir/article_90740.html (in English).
Savytska N., Kashchena N., Chmil H., Muda I., Olinichenko K. (2021) Entrepreneurial characteristics as factors of human development. International Journal of Entrepreneurship, vol. 25, is. 6, p. 1–9. Available at: https://www.abacademies.org/articles/entrepreneurial-characteristics-as-factorsofhuman-development.pdf (in English).
Savytska N., Zhehus O., Chmil H., Uchakova N., Androsova T., Priadko O. (2022) Applied research of digital readiness of retails. WSEAS Transactions on Environment and Development, vol. 18, pp. 798-809. DOI: https://doi.org/10.37394/232015.2022.18.75 (in English).
Wunderman L. (2012) 19 Principles of Success from the Father of Direct Marketing. Available at: https://www.iwco.com/blog/2012/06/13/principles-of-direct-marketing/ (in English).
Berkova O.P. (2017) Zastosuvannia dyrekt-marketynhu v sferi turystychnykh posluh [Application of direct marketing in the field of tourist services]. Naukovyi dysput: pytannia ekonomiky ta finansiv : zb. nauk. prats XII Mizhnarodnoi naukovo-praktychnoi konferentsii (29 hrudnia 2017 r.). Kyiv – Budapesht – Viden, pр. 7–10. (in Ukrainian).
Hontarenko N.A. (2014) Instrumenty interaktyvnoho bankivskoho marketynhu [Interactive banking marketing tools]. Visnyk Natsionalnoho universytetu vodnoho hospodarstva ta pryrodokorystuvannia. Ekonomika, vol. 1, рр. 84–91. (in Ukrainian).
Savytska N.L., Chmil H.L. (2022) Transformatsiia vzaiemodii subiektiv rynku v umovakh dydzhytalizatsii marketynhu [Transformation of the interaction of market subjects in the conditions of digitization of marketing]. Tsyfrova ekonomika ta ekonomichna bezpeka, vol. 1 (01), pp. 112–117. DOI: https://doi.org/10.32782/dees.1-18 (in Ukrainian).
Tyshchenko D.S. (2023) Tsyfrova transformatsiia yak draiver rozvytku ekonomiky [Digital transformation as a driver of economic development]. Tsyfrova ekonomika ta ekonomichna bezpeka. vol. 4 (04), pp. 38–45. DOI: https://doi.org/10.32782/dees.4-7 (in Ukrainian).
Chmil H.L. (2021) Adaptyvna povedinka subiektiv spozhyvchoho rynku v umovakh tsyfrovoi transformatsii ekonomiky: teoriia, metodolohiia ta praktyka [Adaptive behavior of consumer market subjects in the conditions of digital transformation of the economy: theory, methodology and practice]. Kharkiv: Vydavets Ivanchenko I.S., 377 p. (in Ukrainian).
Chmil Н.L. (2018) Kompleksna otsinka efektyvnosti komertsiinoi diialnosti pidpryiemstv rozdribnoi torhivli [Comprehensive assessment of the effectiveness of commercial activity of retail enterprises]. Vcheni zapysky TNU imeni V. I. Vernadskoho. Seriia: Ekonomika i upravlinnia, т. 29 (68), no. 4, pp. 117–122. (in Ukrainian).
Chmil H.L. (2020) Transformatsiia povedinky ekonomichnykh subiektiv spozhyvchoho rynku v umovakh tsyfrovizatsii [Transformation of the behavior of economic subjects of the consumer market in conditions of digitalization]. Suchasni realii finansovo-ekonomich-noho rozvytku rehioniv, haluzei, pidpryiemstv, biznesu. Dnipro: Porohy, рр. 374–383. (in Ukrainian).
Chmil H.L. (2021) Transformatsiia prostoru funktsionuvannia biznes-struktur pid vplyvom tsyfrovizatsii: vymir marketpleisiv [Transformation of the space of functioning of business structures under the influence of digitalization: the dimension of marketplaces]. Visnyk KhNAU im. V.V. Dokuchaieva. Seriia «Ekonomichni nauky», vol. 1, рр. 391–405. (in Ukrainian).
Chmil H.L. (2021) Tsyfrovizatsiia diialnosti subiektiv spozhyvchoho rynku: mozhlyvosti ta zahrozy [Digitization of the activities of consumer market entities: opportunities and threats]. Visnyk KhNU imeni V.N. Karazina. Seriia: «Mizhnarodni vidnosyny. Ekonomika. Krainoznavstvo. Turyzm, vol. 13, рр. 124–134. DOI: https://doi.org/10.26565/2310-9513-2021-13-13. (in Ukrainian).
